The Guardian's "Open Journalism"

One of the more exciting things I learned at SXSW this past week was how The Guardian has launched a new "Open Journalism" approach to reporting. That is: journalism that encourages the input of the average bystander. With technology that allows anyone with a smartphone to report the news, first-hand, the common man often has a lot to contribute - to help shape the news. In the paper's own words:

A man dies at the heart of a protest: a reporter wants to discover the truth. A journalist is seeking to contact anyone who can explain how another victim died while being restrained on a plane. A newsroom has to digest 400,000 official documents released simultaneously.

The travel section is searching for a thousand people who know Berlin like the back of their hand. The environment team is seeking to expand the range, authority and depth of their coverage. The foreign desk wants to harness as many Arab voices as possible to help report and explain the spring revolutions.

The sports editor is wondering how best to cover every one of the 32 national football teams in the World Cup. The comment editors would like to broaden the spectrum of debate to include political thinkers scientists, theologians, lawyers … and numerous others in society and around the world whose voice is not always heard.

To help promote this new approach to reporting the news, the paper has produced its first major brand positioning TV ad for more than 25 years with a rather untraditional, traditional TV commercial. It huffs and puffs the classic Three Little Pigs story inside out! Honestly, one of the best spots you'll ever see: